Authors :
Laodry Fat Dwi Prasetyo; Nuruni I. K. Wardhani
Volume/Issue :
Volume 9 - 2024, Issue 5 - May
Google Scholar :
https://tinyurl.com/4f63rte8
Scribd :
https://tinyurl.com/3wxkxeyc
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAY2376
Abstract :
Competition in foreign franchise businesses in
Indonesia is getting tighter, especially in fast food
products. This study aims to determine the influence of
Store Atmosphere and Customer Experience on the
purchasing decisions of KFC Wahidin Gresik consumers.
This research is a quantitative research type. The sample
used amounted to 120 respondents with the criteria of
respondents at least 17 years old and had purchased food
or beverage products at KFC Wahidin Gresik. Data
collection was carried out using questionnaires with google
form media. Data collection using purposive sampling
techniques and analyzed using SmartPLS analysis tools.
The results of data analysis show that Customer
Experience influences consumer purchasing decisions
while Store Atmosphere does not influence consumer
purchasing decisions.
Keywords :
Store Atmosphere; Customer Experience; Purchase Decision.
References :
- Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
- Budiono, A., & Siregar, O. M. (2023). Pengaruh Store Atmosphere, Kualitas Pelayanan, dan Digital Marketing terhadap Keputusan Pembelian pada Konsumen Kafe Minum Kopi Medan Johor. Mufakat: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(4), 376-386.
- Ferdinand, Augusty. (2006). Structural Equation Modeling Dalam Penelitian Manajemen. Semarang. Badang Penerbit Universitas Diponegoro.
- Kalbuadi, A., & Kembang, L. P. (2023). Pengaruh Customer Experience Terhadap Repurchase Intention (Studi Pada Seluruh Coffee Shop Di Kota Mataram). JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME), 1(2), 326-342.
- Pasaribu, V. L. D. (2020). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Restoran De’cost Giant Pamulang Square Tangerang Selatan. Manajerial: Jurnal Manajemen dan Sistem Informasi, 19(2), 156- 167.
- Rokima, F., Basalamah, M. R., & Arsyianto, M. T. (2023). Pengaruh Digital Marketing, Word Of Mouth Dan Customer Experience Terhadap Keputusan Pembelian Varian Chatime Di Malang (Studi Kasus Pada Mahasiswa Manajemen Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02).
- Sari, M., & Kapuy, H. R. (2022). Pengaruh Interior Display dan Customer Experience Terhadap Keputusan Pembelian di Cafe Butterfly. Ekomen, 21(1), 36-46.
- Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399-410.
Competition in foreign franchise businesses in
Indonesia is getting tighter, especially in fast food
products. This study aims to determine the influence of
Store Atmosphere and Customer Experience on the
purchasing decisions of KFC Wahidin Gresik consumers.
This research is a quantitative research type. The sample
used amounted to 120 respondents with the criteria of
respondents at least 17 years old and had purchased food
or beverage products at KFC Wahidin Gresik. Data
collection was carried out using questionnaires with google
form media. Data collection using purposive sampling
techniques and analyzed using SmartPLS analysis tools.
The results of data analysis show that Customer
Experience influences consumer purchasing decisions
while Store Atmosphere does not influence consumer
purchasing decisions.
Keywords :
Store Atmosphere; Customer Experience; Purchase Decision.
